#Japan #Osaka #Takashi Toritani #Etlis #Log-in

The Birth of 'Etlis' - A New Era in Underwear

Former Hanshin Tigers star Takashi Toritani has entered the business world post-retirement with an exciting venture aimed at addressing a common issue faced by athletes: discomfort caused by sweating. Alongside Log-in Co., known for their innovative 'HOHTAI' underwear, Toritani has co-founded 'Etlis', a high-performance underwear brand specializing in sweat management.

The brand will premiere on May 28 at Hankyu Umeda's men's department in Osaka, illustrating a fusion of sports experience and cutting-edge textile technology. Toritani has not only invested in the brand but is also deeply involved in product development and strategic planning, seeking to create underwear that he himself would want to wear indefinitely.

Brand Overview

Etlis aims to revolutionize the way we think about performance underwear. Toritani's vision stems from his personal frustrations during his playing days—he struggled with lingering moisture and discomfort after intense training sessions. Despite trying many products, he found nothing that met his standards. With a commitment to quality and comfort, 'Etlis' was conceived to be the solution Toritani long sought.

Integrating advanced knitting technologies honed through their flagship product, 'HOHTAI', Log-in Co. worked closely with high-end knitters in Wakayama to develop a new material capable of effectively managing sweat and enhancing comfort.

The Story Behind Etlis

After retirement, Toritani shifted his focus from the field to business, determining there was a significant gap in the underwear market for athletes and fitness enthusiasts. He often experienced discomfort from sweat during his daily 10km runs, and decided to create an essential piece of clothing that would retain comfort even after rigorous activity. His chance meeting with Noriyuki Wada from Kubota Slugger led him to Log-in Co., who were looking to expand their line.

During their initial discussions, they realized that the unique knitting techniques behind 'HOHTAI' were perfectly suited to address Toritani's long-standing concern about chronic sweating. Through collaboration, they set out to create an innovative product that balanced aesthetics and functionality.

Along the way, Toritani also frequented Hankyu Men's Department to analyze competing products and their packaging. Drawing inspiration from various samples there, he worked to design a unique packaging that communicated a high-end appeal while ensuring the comfort and quality he desired were front and center.

Thus, 'Etlis' stands as a testament to Toritani's dedication to high standards and his desire to leverage Japanese craftsmanship to create top-tier products for everyone.

Toritani’s Vision Statement

Toritani expressed, "I tried various types of underwear but nothing felt like something I'd want to wear for a lifetime. I wanted to make underwear that I could wear forever. Previously, I had different underwear for working out, commentary, or casual wear. But with this product, the excellent breathability means it can be worn in any situation. I focus on the fabric and making it 'Made in Japan' because I want to keep nurturing the traditional craftsmanship we have here. I’ll explain the inspiration behind 'Etlis' during interviews."

Product Features

The Etlis underwear incorporates a range of innovative features derived from the expertise of Log-in Co.:

• - Advanced Sweat Management: Utilizing the knitting techniques developed through 'HOHTAI', Etlis effectively minimizes post-sweat discomfort.
• - Rare Round Knitting Machines: The underwear is knitted on unique machines that can handle stretchable polyurethane threads, thanks to the artistry of skilled craftsmen in Wakayama, making this technology possible.
• - Special Thread Development: Using a special technique for spinning yarn minimizes pilling, delivering a refreshing and distinct texture that retains comfort even during prolonged wear.
• - Sophisticated Dyeing Technology: Rigorously controlled dyeing processes ensure vibrant colors with durability, adhering to the highest quality standards found domestically.
• - All-Situation Support: It provides seamless comfort whether you're engaging in sports, at work, or going about daily activities.

Product Overview

• - Brand: Etlis
• - Price: ¥7,980 (before tax)
• - Size Options: M, L, LL
• - Color: Black only

Log-in Co. has reimagined medical bandages into a breathable, stretchable fabric, enabling them to develop their well-regarded underwear line, found mostly in major department stores throughout Japan.

Company Details

• - Company Name: Log-in Co.
• - Headquarters: 3-8-12 Shibuya, Shibuya First Life Building 3F, Tokyo 150-0002
• - Representative: Shiro Nogi
• - Business Type: Underwear design, manufacture, and sales; Toy design, manufacture, and sales
• - Founded: August 25, 2006
• - Website: Log-in Co.
• - PR Contact: Kase
• - Phone: 03-6419-7178
• - Email: info@rogin.co.jp